Sweden's Safest Hands is the latest campaign for the Swedish Post Office. Developed by one of my favorite Swedish agencies, Akestam Holst, it's an augmented reality contest that unfolds on the streets of Sweden. The challenge and messaging is for participants to carry a parcel as safely as the Swedish Post. Here's how it works:
Forty two packages with prizes worth between 300 and 5000 SEK ($50-750) are up for grabs. Each day, several packages are released to the iPhone app. The challenge is to deliver the package intact before anyone else can. If you can do that, you win the contents. Sounds simple right? The catch is that the app utilises the compass, GPS and accelerometer of the iPhone to measure how safe and stable each contestant is, so the user movement has to be steady and show 'safe hands.' It doesn't matter where you are (as long as you're in Sweden), you just need to cover the distance and deliver the virtual parcel first in order to win the real parcel.
It's sort of the next evolution from the Mini getaway where the online and offline are seamlessly blended into a skill based challenge that takes place in the real world. Those of you in Sweden can download the app here.
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